Ellos elevates customer engagement with Commerce Growth

Ellos is Sweden’s leading ecommerce retailer in the fashion, beauty, and home space. With over 1.6 million active customers, Ellos is a highly recognized brand across the Nordic region. The brand offers innovative products created by their own network of designers that reflect the Scandinavian lifestyle.

Building upon their existing popularity, Ellos teamed up with Criteo to further increase their presence in Swedish households and expand to nearby markets. The brand utilized Commerce Growth, focusing on increasing customer lifetime value by implementing a full-funnel strategy that consolidated their marketing channels.

Optimizing customer growth throughout the full journey

Ellos, in collaboration with Criteo, implemented a full-funnel marketing strategy aimed at seamlessly engaging users throughout their customer journey. Utilizing Ellos’s massive first-party customer dataset, they first identified Commerce Audiences based on fashion and home categories and then activated targeted acquisition strategies for each customer segmentation. Video content played a pivotal role in this endeavor, enhancing brand awareness and capturing the attention of new customers.

Beyond just acquisition, Ellos launched retargeting strategies to re-engage site visitors, driving them towards conversion and ensuring that their journey was optimized for maximum results. Moreover, Criteo helped Ellos rekindle their relationships with lapsed buyers, generating repeat purchases and bolstering customer loyalty.

Throughout the full-funnel, Ellos leveraged Criteo’s smart bidding capabilities to continuously finetune their campaigns for optimal performance. The partners also ensured that the entire campaign had a cohesive narrative with messaging seamlessly blended across every stage, from the initial activation of users to their retention, ultimately fostering deeper and more meaningful connections with their audience.

Cédric Ménard, Head of Marketing at Ellos shared, “As Ellos’s focus shifted to full-funnel marketing, Criteo Commerce Growth helped us achieve performance at scale for each different stage—from increasing brand awareness to driving more sales and retaining customers after acquiring them. Criteo also successfully helped us turn loyal buyers from one category into new shoppers for another category.”

Driving performance across segmented categories

Criteo’s recommendation to shift from manual cost per click bidding to automated optimization yielded significant performance improvements for Ellos.

This transition was particularly notable in their video campaign for underwear, where the cost of sale decreased by an impressive 70%, accompanied by a remarkable increase of 200 sales compared to the previous period. Similarly, in their always-on fashion campaign, Ellos observed an 80% cost of sale reduction, accompanied by a boost of 100 sales year over year.

Cédric Ménard, Head of Marketing at Ellos noted, “Criteo offers the capacity to explore new solutions and a consulting approach to their clients.” In the future,Ellos is looking forward to deepening their engagement with active and prospecting customers through highly-personalized marketing strategies across channels.